Value is about better business results that customers get from our products and services. It’s not about the products themselves.
Value selling is about showing customers how much better off they’ll be when they buy from us, relative to buying from our competitors or doing nothing.
Most customers don’t care about hardware or software—they care about better business results like increasing revenue and profit, saving time and reducing waste.
To set ourselves apart from our competitors and to convince customers that their current business results can be improved, we need to define the amounts of additional revenue and profit they’ll earn, time they’ll save, and waste that we can help them reduce.
These numbers don’t need decimal point accuracy, but we should be able to tell our customers the range of results they can expect from us over one, two and three years.
If we are unable to explain to customers what they can expect from us in terms of money earned or saved, we will be commoditized.
One of the strongest sales pitches we can make to get a customer’s attention is something that sounds like “For every dollar you spend with us, you’ll get three back within a year. Here’s how…”
If you or your salespeople can’t do this today, I suggest you spend some time defining the improved business results your customers can expect from you. Then put those results into your sales pitches and presentations.
This may be the most important thing you can do to make selling easier and more profitable.
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